Chapter 3
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms. True False
False
"Big data" provides opportunities to perform behavior targeting. True False
True
Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided. True False
True
LinkedIn forbids self-promotion on its platform. True False
True
The Forrester Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it. True False
True
When developing personas it is important to identify all relevant persons by role. True False
True
Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds? a. Collectors b. Creators c. Joiners d. Critics e. Spectators
collectors
Which rung on the Social Technographics Ladder represents the largest segment? a. Critics b. Spectators c. Inactives d. Collectors e. Joiners
spectators
What is a common issue with social media marketing plans? a. Not understanding marketing goals and objectives b. Incorrectly identifying the target audience c. Relying too heavily on Facebook as a social media strategy d. Defining the target audience too broadly e. Developing strategies before identifying the target audience
defining the target audience too broadly
The only major platform to offer data based targeting options to brand pages is: a. Facebook b. Twitter c. LinkedIn d. Pinterest e. None of these; no platforms offer this
Why is the Social Technographics Ladder useful? a. It replaces other more time-consuming persona development processes. b. It provides a set of persona profiles for a company to reference. c. It helps identify what social sites are most useful for a company. d. It allows a company to identify why people are using social media. e. It confirms that social media is primarily used by Generation Y.
it provides a set of persona profiles for a company to reference
The Persona Development Cycle DOES NOT include: a. Determining the situational triggers of the persona b. Developing purpose-oriented goals for communication with each persona c. Mass messaging d. Listing the needs of all personas e. Identifying all personas by role
mass messaging
Regarding SMM, which of the following is correct? a. "More is better" b. The message can be delivered at any time c. Messages are useful only if they reach the right people d. The message can be delivered in any available format e. A large pool of potential customers is necessary
messages are useful only if they reach the right people
On Facebook, most brand posts are made: a. On Thursday and Friday b. On weekends, generally c. On Saturday, especially between 8 and 11 pm in the evening d. On Friday at 3 pm e. None of these
on thursday and friday
Googe+: a. Has a built in targeting mechanism with its circles b. Allowed hashtag searches until November 2015, then eliminated that option c. Added a feature called "Companies" for search purposes d. All of the above e. Only A and B are correct
only a and b are correct
The process for creating a SMM plan includes all of these EXCEPT: a. Choosing the media mix b. The listing of reasons for reaching this target market c. The creation of specific personas based on the target market d. The implementation of a schedule for posting e. The creation of messaging objectives
the listing of reasons for reaching this target market
Why is it considered important to focus on the buyer persona? a. They spend the least time on social media b. They react differently to messaging objectives than other persona profiles c. They are the ones who make the purchasing decision d. They reflect the ideal demographic profile e. They spend the most time on social media
they are the ones who make the purchasing decision
Why are messaging objectives important? a. They help determine the optimal target audience b. They ensure specificity within personas c. They help provide the persona with the information they need to make a purchase or other conversion d. They allow for the adjustment of messaging goals e. They ensure a company knows where to find their personas
they help provide the persona with the information they need to make a purchase or other conversion
